If you're looking to start a business, a trade show can be a
great place to gather information--whether you're seeking new
customers, suppliers or contacts for your business, or you're
shopping for a new business to start. Exhibitor booths are manned
by franchisors, business-opportunity sellers, banks, phone
companies, Internet service providers, and even the Small Business
Administration--all of whom are eager to assist you. Some trade
shows even offer seminars on a variety of business-related
topics.

But trade shows can be overwhelming, with dozens of exhibitors
all competing for your attention. In order to get the most out of a
show, you need to know what to expect and how to sort through the
many offerings.

"A good show will have a floor plan," says Helen C.
Brown of Aston, Pennsylvania, who attends trade shows regularly to
make contacts for her meeting- and event-planning business,
Concepts to Reality Inc. "If you have that, you can plan, in
advance, which exhibits you want to hit."

In addition to floor plans, most shows provide booklets with
descriptions of the exhibits, as well as a listing of the times,
topics and featured speakers of any seminars or panel discussions,
so that attendees can better plan their time.

Walking The Walk

Brown suggests that first-time attendees systematically walk
through the entire show once, briefly looking at each exhibit. From
there, they can choose which exhibits they want to visit again for
more detailed information. A seasoned trade-show attendee, Brown
says this is how she approaches most shows. "I hit every
exhibit table," she says. "That means I don't stop
and chat. I walk quickly and pick up all the materials."

If an exhibitor tries to pressure her, Brown says she has a
tight schedule to maintain and that she'll be in touch later.
"The next booth might have something better. If you commit to
the first one, you'll miss out," she says, adding that
this is another reason to go through the show quickly once before
talking to exhibitors.

During her second pass through, Brown stops to talk, asks
questions, and gathers additional information only from those
booths which she believes have the potential to provide her
business with customers, equipment, vendors or other valuable
products and services.

James Washington of New York City advises a similar strategy.
Wishing to launch his own small business, he attended both days of
Entrepreneur Magazine's Small Business Expo, held in
Atlanta in May of 1996, spending the first day looking at each
exhibit and gathering information. He returned the second day for a
more in-depth look at a select number of exhibits.

"Look at everybody the first time around. When you go
around again, start thinking in terms of what's at each
particular exhibit versus what you want to do for the rest of your
life. I didn't stop at any booth if I didn't want to do
that kind of work for the rest of my life," says Washington, a
city health department worker planning to buy into Universal
Liquidators, a business opportunity he learned about at the
show.

Talking The Talk

Chief on Washington's list of questions for franchisors and
business-opportunity sellers was how much money would be required
for the initial investment. If the figure was too high, he knew not
to bother investigating further. If the figure was within his
reach, he proceeded, asking questions about the potential
franchisor's or business-opportunity seller's involvement
in his work.

"The most important thing is how much support you're
going to get," says Washington. He asked how much training and
what kinds of advertising would be provided, and how often and in
what way his franchise or business opportunity would be reviewed by
the parent company.

If you'll be selling a product, be sure to ask if samples
and raw materials are included with the initial investment, Brown
advises. If not, you'll need to find out how much these will
cost. Even if raw materials are included, you'll need to know
how much it will cost to replenish your supplies later. It is also
important to know if the franchisor or business-opportunity seller
will help you find a location for your business. Ask for
references, too, and take along a notebook to jot down key points
so you won't forget later.

What it all boils down to, Brown says, is: "Exactly what do
I get for my initial investment?" and "How much does it
really cost to get everything I need to get started?"

It is advisable to do your homework before signing up.
Regardless of what a franchisor or a business-opportunity seller
tells you, Brown and Washington recommend checking references and
contacting the Better Business Bureau in the state where a
particular company's headquarters are located. You can also
check with the Federal Trade Commission online (http://www.ftc.gov), or by calling (800)
554-5706. If a company has had a history of customer complaints,
for instance, you can either eliminate it from consideration,
Washington says, or ask more pointed questions later. You also need
to allow yourself time to consult with your spouse or other family
members who may be affected, he adds.

If you feel hesitant about asking questions, remember what's
at stake: If you avoid asking a question now, you might be sorry
later. "When you're buying a product, you want to know the
product is good," says Washington, adding that you won't
be happy with any business that doesn't meet your
expectations.

A shy attendee can lead into specific questions by asking
something general about an exhibit, Brown says. Exhibitors are
happy to talk. "They're hungry for you to ask
questions," she says. "They want to grab your attention.
They love for you to ask questions."

If you don't want to wait in line at a crowded booth, you
can leave a business card. Most exhibitors encourage attendees to
drop off their cards by leaving a box or bowl out for cards, and
many even hold drawings, offering prizes ranging from food baskets
to computer systems.

Because exhibitors pay a lot of money to participate in a trade
show, they want to get the most for their money. That means that
they will take the time to contact you later. By waiting for them
to contact you after the show, you'll be able to ask questions
without feeling rushed or on the spot.

Home From The Hunt

Once Brown gets home, she has fun sorting through the bags of
items gathered at the show. She starts with the freebies--such as
pens, hats or mugs--given out by exhibitors. "I start with the
goodies and give them all away," she laughs. "Then I sort
through the information."

Brown immediately discards any information not of interest to
her. Then, she makes notes and sorts the remaining information
packets according to what they can offer her. She then writes
letters, makes follow-up calls, and sets up meetings with
organizations.

To find out about trade shows, contact your local chamber of
commerce or professional business organizations. They can usually
tell you what's coming before the shows are announced in the
paper. "By the time you see it in the newspaper," Brown
says, "you might already have something planned for that
day."

If you take the risks necessary to go into business for
yourself, you want to do so armed with knowledge. A trade show is a
great place to find that knowledge, as well as the right contacts
to keep your business running for years.